1. For Financial Adviser use only.

2. The exclusive offer FREE Critical Illness Cover with ALL new Flexible Protection Plan Income Protection (full and budget) applications. Offer available until 30 April 2009. Critical Illness cover equal to 3 x client’s monthly income protection cover at the time of claim - paid as a one off lump sum. Simple and hassle free –No more questions –No extra forms –No standard exclusions –No extra cost –No waiting period –Critical Illness cover lasts for as long as the Income Protection policy is in force.

3. Rationale LV= believes that Income Protection is at the heart of sound financial planning –however, some providers are marketing Critical Illness rather than Income Protection for income replacement, given their relative product strengths in Critical Illness. LV= wants to: –raise awareness about the need for Income Protection –promote debate about the relative merits and uses of Income Protection and Critical Illness –help ensure consumers get the cover that they need. Whilst the key need for many people is to maintain a regular income to meet bills and costs of living, LV= recognises that some may need an additional cash sum. –Costs for equipment and modifications aren’t as expensive as people may think. “Income Protection is the single most important financial planning need and the first consideration in any financial plan.” Source: Defaqto - Nobody’s Child Report, Aug 2008

4. Choose the right solution If your client wants to protect their income against the effects of long term sickness or accident… income protection is the RIGHT solution. In 2007, Critical Illness sales outnumbered Income Protection by 19 to 1 1 … –but only HALF of people off work for six months or more due to accident or sickness would receive a payment under Critical Illness. 1 –and 50% of our Income Protection claims are due to mental disorders (stress/depression) or musculo-skeletal related reasons – NEITHER of which are currently covered by Critical Illness. 2 Choose award-winning income protection from LV= for the right solution…AND a little bit more. Sources: 1.Defaqto Nobody’s Child report August 08 2. LV Claims Statistics 2007

5. Should you gamble with your clients’ health?  Critical Illness policies only pay out on diagnosis of specified conditions (and sometimes defined severity). Are you prepared to gamble on your client’s health? If your client cannot work because of accident, sickness or illness; Income Protection pays out.  The amounts of cover provided by Critical Illness policies are ‘temptingly’ large. But how long will the lump sum payment have to last? How much does your client have to spend and when? Income Protection provides a guaranteed income for a known period. The monthly benefit x potential term of payment often = >CI lump sum.  Total Permanent Disability is a condition covered by Critical Illness policies. However consumers often mis- understand this as it only covers permanent disability. If your client is unable to work due to accident or sickness, Income Protection will pay out until either they recover or until the end of their chosen term.

6. How much do improvements really cost? Critical Illness is often sold to cover outgoings that may be needed if the customer becomes disabled. However typical items and modifications are relatively inexpensive and do not justify the high amounts of cover taken out on Critical Illness policies. For example –Wheelchair – manual 1 £114+ –Wheelchair – powered 2 £1000+ –Reconditioned Stair Lift – straight 3 £1949+ –Reconditioned Stair Lift – curved 3 £4714+ –Ramps 1 £88+ –Adjustable bed 1 £494+ –Powered scooter 1 £454+ Sources: 1. www.helptheagedshop.co.uk Jan 2009 2. www.mobilitymasters.co.uk Jan 2009 3. www.stannahstairlifts.co.uk Jan 2009

7. Choose LV= Great cover and great rates Insight and expertise –award-winning cover and service –account manager teams Claims –we pay and we publish Online Income Protection toolkit, with: –‘The Day Our Lives Changed’ film –Income shortfall calculator –Sales aids –Important facts, figures and insight

8. Look out for the LV= offer Sponsorship of income protection comparison services on the Exchange and Assureweb Adverts and articles in trade publications Customer flyer Support from your LV= account manager Dedicated area and more information at LVadviser.co.uk

9. It is up to you to decide whether you feel this product is suitable for your clients. For full details please visit www.LVAdviser.co.uk 20906893 01/09 Important Information